IRJCL Vol.

03 Issue-01, (January, 2016) ISSN: 2349-705X

International Research Journal of Commerce and Law (Impact Factor- 2.915)

Recent Trends in marketing

By Ram Murti
Assistant professor, G.M.N.College, Ambala cantt

Abstract-Modern marketing makes us aware about various aspects regarding quality wise product and
their sellers. At this time we come across various new trends in marketing. The recent trends of
marketing is different from traditional way of marketing. The marketing is one of the fields have been
substantially revolutionized by internet based technology. It is now known has come to play a key role
in all elements of marketing mix. It is a new face of communication in the interface between a business
and its consumer. Recent trend of marketing most prominent point regarding the advent of the
available of products through modern marketing. Marketing is a pervasive may claim to provide us all
kinds of luxuries and comforts goods. It is a place where receive in our daily routine requirements.
Marketing is a more dynamic discipline. Under modern marketing is applied to capture a new market
area in foreign countries. It is applied to industries where the production process has to kept busy in
whole year and product must be sold continously.More heavy expenditure incurred on sale force and
sale promotion activities. Marketing philosopy holding that a business’s marketing should support the
best long run performance of the marketing system. Marketing is based on a statement ‘Consumers is
the king.’Online marketing is one that a person can reach with a computer system. Online marketing
decrease the cost of business operation with the help in establishing direct link between marketer and
his consumers. It is proved to be remarkable revolution in modern marketing .No strategy is a good as
the online marketing to face the cut throat competition in the market. Commercial online channels most
of the companies set up their information and marketing service that can be accessed by those who are
signed up for the service and pay a monthly fee. These online services are
www.naukri.com,www.scribed.com,www.allproject.com,www.mbaproject.com etc. Internet is now
available to much broader audience. User of internet can send email,business information and political,
art, science, sports, shop for product information. Millions of people around the world use internet
services. following are important services are: www.hotmail.com, www.google.com, www.yahoo.com,
www.rediffmail.com. Under recent marketing system consumer can find comparative information about
products and competitors, companies, without leaving their home. They can get comparative
information about quality, performance, price, availability by online services.

Objectives of the study

The objective of the studies are :
*To define the meaning of recent marketing
* To observe the marketing environment
* To analyze advantages and disadvantages of modern marketing
* To know the comparability of products through marketing

A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
International Research Journal of Commerce and Law
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IRJCL Vol.03 Issue-01, (January, 2016) ISSN: 2349-705X
International Research Journal of Commerce and Law (Impact Factor- 2.915)
Methodology
Methodologies consideration that were employed in the research ,author used observation and survey
methods. The author utilized the main adventages of recent trend in marketing and conduct a research
on modern based through different marketing forums ,blog and social website Where were created
special themes and ask some questions as: What is modern technique in marketing ?What are the main
problems of online marketing? What are the main advantages and disadvantages of recent marketing
trends .In the context which are analysis and sorted out ,represented in the paper as well as the
observation of variety of matter taken journals, books, articles ,magazines was used .

Some new trends in marketing

*Catalogue marketing
Catalogue marketing takes place when company mail their product catalogue to prospective
consumers. Catalogue is a pictorial booklet of product then company sends directly to customer.
Catalogue contains details of various varieties, prices, products, and others schemes. Catalogue can also
be used to invite peoples to visit retail outlets.

Catalogue increase the interest of the consumers new and more interest product should be placed in
the first few pages.

Catalogue should be updated.

Catalogue should be descriptive.

Catalogue should be factual and ensure that the products ordered by the consumers are in stock and
delivered on time.

*Business to Business
BUSINESS TO BUSINESS represents transactions between two houses. Category is featured by the
limited number of transactions where each transactions is typically or large size. Business to business
transactions include invoicing ,ordering,just in time inventory systems, making payments and
electronic Data Interchange.

Business to Business reduced in manual work.

Refining the existing arrangement.

Business to Business can reduce cycle time by more than fifty percent.

Business to Business prime constituents are supply chain management and consumer relationship
management.

Business to business upgrade their work culture, knowledge, equipment.

Business to Business based on assumption that ‘If you look at me,I will look at you’.

A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
International Research Journal of Commerce and Law
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IRJCL Vol.03 Issue-01, (January, 2016) ISSN: 2349-705X
International Research Journal of Commerce and Law (Impact Factor- 2.915)
*Augmented marketing
Augmented marketing related to additional consumer services with inovative offerings .Under this
provide a set of benefits that promise to give the better service at best level.Augmented marketing is
very common in market these products are :

Internet services

Laptops

Mobile phones

LED televisions etc

*Service Marketing

Service marketing is a modern technique of marketing to service sectors.Service is any benefits and
activities that one party can offer to another that service is intangible .Several features distinguish
service from goods are as:

Intangibility,Perishability,Separability,Heterogeneity,Ownership etc.

Under this includes Product,Price,Place,Promotion strategies.

Services marketing include:

Communication,insurance ,financial, transportantion,catering ,personal care, entertainment,

educational, consultancy and medical services.

*Counter marketing
Counter marketing is a deliberate attempt to damage and totally kill the demand for the good and
service .Some product which have a good demand but they are not good from consumer welfare
and unsafe or harmful effects on consumer.These product and services are ,we know excessive
smoking,drinking,having unsafe sex , used of wormicides and pesticides ,drugs and fertilizers etc have
more and more harmful effects on consumer welfare.

Statutory warning imposed on the cigarette pack.

The use of D.D.T and penicillin products are banned in view of long ill effect.

Environment friendly and consumer friendly hot drink,drugs ,pesticides,filter cigarette as developed
alternatives for safe consumption.

A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
International Research Journal of Commerce and Law
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IRJCL Vol.03 Issue-01, (January, 2016) ISSN: 2349-705X
International Research Journal of Commerce and Law (Impact Factor- 2.915)
*Concentrated Marketing
Concentrated marketing is a planning in which cover a strategy firm goes after a large share of few
sub-markets instead of going after a small share of a large market. The firm can center points its
markets effords towards some selected segments of the total market. A small firm may complete and
create monopoly in the market.Few example

Tata’s nano

Maruti’ s Alto

*Demarketing
Demarketing is a marketing in which deals with discouraging consumer .The main objectives of
marketing is not to destroy the demand. Under demarketing reduce and shift product to some
other products.Consumers mostly discouraged increase in price,not to promoting the
product,temporary shortage of the service and products,products are not suitable for you,for example
drugs ,cigarette,alcohol.

*Event Marketing
Event marketing is a strategy of marketing in which concerated the happening of an event.

Entertainment and sports are most common use of event marketing.At this time Sports
tournaments,Trophies,Dance and musical shows ,Marriage’s functions,Realty shows,New year and
celebration of jubilies,tour and industrials fairs,nation and regional fairs are few axample of event
marketing.

*Online marketing
Online marketing is a way of marketing in which deals with internet services.Online marketing is a
technique where the user can reach various online information with the help internet.There are two
type of online channels.

Commercial online service:www.naukri.com,www.scribed.com,www.allproject.com,etc

Internet service:www.google.com,www.gmail.com,www.yahoo.com,www,amazon.com,flipckart.

Conclusion and suggestions

The purchasing method of the consumer changing rapidly.Many new challenges under marketing
planning are faced.The best methods adopted under recent market trends if supplier are concerating
more then quality of product and services not the profit.Firms and industreies are building harmonic
relationships with consumers to create consumer relationship centre.The marketing staffs has started
work in multidisciplinary tasks. Develop with all factors with the help of consumer’s opinion.Under
marketing industries are concentrating to follow the rule and regulations ,norms imposed by the
A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
International Research Journal of Commerce and Law
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IRJCL Vol.03 Issue-01, (January, 2016) ISSN: 2349-705X
International Research Journal of Commerce and Law (Impact Factor- 2.915)
authority.All the firms and industries are providing the after sale service under certain terms and
conditions.They have establishing their authenticated service centers in town and cities.Industries are
not only recruiting wholesellers and retailers but they are marketing their products through
amazon,flipkart,rediff.Many organisations adopted new techniques through sometimes despite their
higher prices and training requirements they prefer to tackle the issue of quality and
services.Producers are now concentrating on consumer’s need and development of the product as
per consumer’s requirement.Classified the consumers in broader manner –Female consumer may be
classified as according to the fashionwise and higher income groups can further classifies on
gender,age,religion,demographywise.Baba Ramdev and his patanjali group first he made the yoga
popular alongwith the yoga magazine then he went to sell ‘Ayurveda products’ in various cities but now
he concentrated the shops in all over india with the help of ‘sawdeshi’with the help of online
marketing.Due to the effects of globalisation-mobile technology,social media ,internet are used in the
marketing.The marketing area is passing through a curious and intersting phase.They are rapid change
marketing modern techniques,strategy and tools.The firms and industries have to pick then immedatly if
they wants to sustain in competition.Then we grow in the marketing rapidily in our area.

References

Google search

Websites

www,scribd.com

www.marketingweek.com

www.business2community.com

“principles of marketing” ashokjain and varunjain.vk publication printed edition2015-16.

“advertising and sales mgt” mukesh trehan and ranju trehan.vk publication edition 2008-09.

“marketing research” shashi.k.gupta and praneet rangi.kalyani publication edition 2016.

Services marketing” rajesh baia and dr.reeti gupta.thakur publication edition 2015-16.

“marketing mgt” s.p.bansal and anuj gupta.kalyani publication edition 2013.

A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories
International Research Journal of Commerce and Law
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